Netherlands-based esports organisation Team Liquid has renewed its partnership with Marvel Entertainment until 2022. 

The extension follows the launch of Team Liquid’s Marvel Retro collection, and will see the organisation launch new exclusive merch and collaborative content, including at least one more Marvel apparel design before the year is through. 

Discussing the news Co-CEO and Owner of Team Liquid, Steve Arhancet, said:

“We’re excited to continue our team-up with Marvel. Both of our brands are built around compelling narratives: heroes, rivalries, triumph and even, overcoming hardships. There’s so many more stories for us to tell together through custom apparel, original content and other fan offerings.”

The Team Liquid-Marvel relationship kicked off last year at Rift Rivals: North America v Europe, when Team Legend players wore Captain America-inspired jerseys featuring the Team Liquid and Avengers logos. 

It was Marvel’s first foray into the esports space, and the iconic entertainment brand has since gone on to form partnerships with Australia-based Chiefs Esports Club, and also collaborated with ESL to host esports events to mark the release of Marvel Super War. 

Staying with Team Liquid, last month the organisation, in partnership with Dell Technologies, opened its newest Alienware Training Facility in Utrecht – the city where the organisation was originally founded. 

AYO.NEWS says:

Seeing any esports partnership get extended is always fantastic, and even more so when it’s a brands first deal in the space. It just goes to show that while some brands are still struggling to see the value in esports, those that make the right partnerships and do their homework first, are finding commercial success. 

It also once again underlines the growing importance of merchandising to esports organisations, which are rapidly becoming lifestyle brands in their own right. 

‘AYO.NEWS says’ features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited or its affiliates or associates. 

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